This article isn’t aimed at those of you under the mistaken belief that social media – in this instance Twitter – exists simply for short-term gain. Just as real-life business relationships require an investment of time and effort, the same ultimately applies to the digital medium. Whilst there are short-term results to be had, these should form the basis of a long-term commitment to engagement with your audience.

Whether you’re focusing on lead-generation, industry insight or media exposure – this article highlights some key tips for leveraging two-way communication between you and your audience.

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